Naming Returns to Normalcy

Having worked through and contributed to the insanity of dot com era inspired brand naming, we're pleased to see an end to ridiculously idiotic sounding corporate names created though marathon, caffeine-induced brainstorming sessions supported by lengthy PowerPoint presentations so fluffy, not even the most verbally diarrhetic account manager, skilled in the art of brand puffery, could pass off as strategically sound. Writing in business 2.0, Alex Frankel walks us though how we got to that level of insanity, why naming trends change all the time and why we're back to a more common sense-based approach to naming.